UNDERSTANDING AND EVALUATING MILITARY RECRUITMENT ADVERTISING
Keywords:
Advertising, Effectiveness, military, recruitmentAbstract
This article aims to comprehend military advertising, and suggest a methodology to evaluate its effectiveness. Recruitment advertising is a subject not widely researched. It is radically different from commercial advertising that promotes products (goods or services). This is because military advertising aims to promote a decision – an irrevocable, life-changing choice. Hence, recruitment campaigns have to be designed and fielded in a manner distinct from the usual commercial promotions. Similarly, easy ROI calculations used to assess the efficacy of commercial advertisements may not be useful to evaluate the success of military publicity. This article endorses a combination of multiple methodologies to measure effectiveness of military recruitment advertisements.
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